Player tracking using a wireless device for a casino property

ABSTRACT

A method for tracking patronage of a customer in at least one casino property is described. The method comprises monitoring a wireless handset that determines the location of the customer. The method then proceeds to generate a user profile that comprises user preferences and monitored betting activity associated with the customer and accumulated points stored in a customer account according to a monetary value of the monitored betting activity. Complementary goods or services are determined based on the accumulated points associated with the customer account. A message is sent to the wireless handset associated with the complementary goods or services that is consistent with the user preferences.

CROSS REFERENCE

This patent application is related to provisional patent application60/872,351 filed on Nov. 30, 2006, and is a continuation-in-part ofpatent application Ser. No. 10/681,034 filed on Oct. 8, 2003, which is acontinuation of patent application Ser. No. 09/899,559 having a fileddate of Jul. 5, 2001, that is related to provisional patent application60/266,956 filed on Feb. 6, 2001, all of which are hereby incorporatedby reference.

FIELD OF THE INVENTION

This invention relates to player tracking using a wireless communicationdevice for a casino property. More particularly, the invention relatesto sending messages to wireless devices based on user preferences,location, and player tracking information.

BACKGROUND

Generally, present day player tracking systems rely on the use of magstripe cards. Currently, wireless devices are being promoted thatperform various player tracking functions. However, these wirelessdevices are generally limited to being used exclusively on the casinofloor for wireless gaming. These wireless devices are not enabled totake advantage of the player's mobility in the casino megaplex orsimilar large entertainment property.

SUMMARY

A method for tracking patronage of a customer in at least one casinoproperty is described. The method comprises monitoring a wirelesshandset configured to determine the location of the customer. Thewireless handset is configured to communicate with a network using atleast one wireless networking protocol. The method then proceeds togenerate a user profile associated with the customer that includes userpreferences. The user profile also comprises monitored betting activityassociated with the customer and accumulated points stored in a customeraccount according to a monetary value of the monitored betting activity.Complementary goods or services are determined based on the accumulatedpoints associated with the customer account. A message is sent to thewireless handset associated with the complementary goods or servicesthat are consistent with the user profile.

A system for tracking customer activity at a casino property usingcustomer accounts is also described. The system comprises a wirelesshandset associated with the customer and is configured to determine thelocation of the customer. The wireless handset is configured tocommunicate with a network using at least one wireless networkingprotocol. The system also comprises at least one computer systemassociated with at least one casino property that monitors the bettingactivity of the customer. The computer system is configured to generatea user profile that comprises user preferences and tracks accumulatedpoints in a customer account according to the monetary value of themonitored betting activity and determine complimentary goods or servicesto be provided to the customer based on the accumulated pointsassociated with the customer account and the user profile. Additionally,the system comprises a means for generating a message that is sent tothe wireless handset regarding the complementary goods or services thatis consistent with the user profile.

A method for communicating a particular message to a wireless handset isalso described. The method comprises providing at least one computersystem associated with a casino property configured to store a pluralityof messages. The computer system is configured to wirelessly communicateat least one message within a geographical area. The method alsocomprises providing a wireless handset that is configured to receivemessages from the at least one computer system associated with thecasino property. The method then proceeds to determine an approximatelocation for the wireless handset. At least one message is transmittedfrom the computer associated with the casino property to the wirelesshandset based on the location of the wireless handset. The message isdisplayed on the wireless handset. A reply generated by the wirelesshandset is received by the casino computer system.

DRAWINGS

The present invention will be more fully understood by reference to thefollowing drawings which are for illustrative, not limiting, purposes.

FIG. 1 shows an illustrative client-server system for player trackingusing a wireless communication device.

FIG. 2 shows an illustrative peer-to-peer system for player trackingusing a wireless communication device.

DETAILED DESCRIPTION

Persons of ordinary skill in the art will realize that the followingdescription is illustrative and not in any way limiting. Otherembodiments of the claimed subject matter will readily suggestthemselves to such skilled persons having the benefit of thisdisclosure. It shall be appreciated by those of ordinary skill in theart that the systems and apparatus described hereinafter may vary as toconfiguration and as to details. Additionally, the method may vary as todetails, order of the actions, or other variations without departingfrom the illustrative method disclosed herein.

The conversion of a wireless communication device such as a mobilehandset to a software valet that is at the beck and call of the user isdescribed. Note, the terms wireless communication device and mobilehandset are used interchangeably. Ideally, the solution is hardwareagnostic, so the wireless communication device may be a mobile phone, amobile Wi-Fi handset, or a WiMAX handset. The goal is to provide anintegrated platform that supports the personalization of data flow for awireless communication device. The illustrative application is targetedmessaging as a function of the user profile, user location, and time.The user profile includes a plurality of user preferences such as diningpreferences, entertainment preferences, drink preferences, and othersuch personalized preferences.

The solution supports target advertisements, personalization, andpermits a handset to “close the transactional loop” where the mobilehandset becomes a Point-of-Sale (POS) device.

The mobile handset which performs the operations described above may beused to support mobile gaming transactions within a casino environment,support secure lottery based transactions, or similar gaming relatedactivities. Thus, the mobile handset can also be converted into a securegaming device, and the description provided in the patent applicationentitled BIOMETRIC BROADBAND GAMING SYSTEM AND METHOD filed in 2001 bythe same named inventor, which is hereby incorporated by reference todescribe a networked server based gaming system.

The wireless communication device may be a mobile handset, mobile phone,wireless phone, portable cell phone, cellular phone, portable phone, apersonal digital assistant (PDA), or any type of mobile terminal whichis regularly carried by a user and has all the elements necessary foroperation in a wireless communication system. The wirelesscommunications include, by way of example and not of limitation, CDMA,WCDMA, GSM or UMTS or any other wireless communication system such aswireless local area network, WLAN, Wi-Fi or WiMAX. It shall beappreciated by those of ordinary skill in the art that the term wirelesscommunication device, mobile handset, wireless phone, and mobile phoneare interchangeable.

The wireless communication device is in communication with an antenna.The antenna may be one of a plurality of base station antennasassociated with a cellular phone network, or an antenna associated withwireless local area network access point, and may use Wi-Fi or WiMAX, orother such networking protocols.

The goal of a casino property is to keep players on the property, keepplayers busy gambling, and get players back on the property. Theillustrative service offering is integrated into a wirelesscommunication device that may be provided as a complimentary service tothe player. The wireless communication device provides the well-knownservice offerings of a cell phone. Additionally, the wirelesscommunication device is programmed to receive a variety of messages withuser-specific information, such as preferred gaming experience, foodpreferences, and other specific offerings associated with theindividual. Thus, if the prospective player is off the casino property,a targeted desirable message is sent, e.g. “Limo is waiting with frontrow tickets for Van Morrison. Respond if you want to see show.” If theuser responds with a “yes,” a ticket or other means for authorizingentry to the show is sent to the handset.

Note that the player or player tracking solution can also be used tosupport wireless gaming such as a sports book, horse racing, bingo,slots, and even table games.

The cross-over applications for the illustrative solution areestablished by using the illustrative solution to communicate targetedadvertising or messages and to facilitate transactions, such as giftcard transactions, loyalty transactions, coupon based transactions andsimilar small transactions, i.e. transactions less than $10. The userprofile is used to filter messages and to perform mobile commercetransactions. The location information can be used to detect and preventfraud, and the transactional size minimizes the impact of fraud.

In the illustrative embodiment, a targeted message is sent to a user,and then a transaction may be facilitated with the message oradvertisement. Preferably, the user profile remains secure and incontrol of the user. The user profile filters information on behalf ofthe user, so that only desirable content is received. The advertisementsare managed and controlled so that they conform to local laws.

For utility and/or process engineering applications, one sampleapplication is securely sending automated messages that are triggered bysensor outputs and location, e.g. wireless telemetry to an affordablewireless communication device. For example, in certain high risk workingenvironments such as nuclear power plants, oil well platforms, or oilrefineries, there is a need to provide individuals with real-time alarmdata that is location specific. This illustrative solution supportssending these targeted messages as a function of location, time andsensor input to an affordable handset leveraging an existing wirelessnetwork infrastructure.

Another industrial application includes regulatory applications such asenvironmental monitoring. With the described solution all that is neededis a wireless communication device or PC card that is in communicationwith a sensor network. Data can be securely accessed from any networkeddevice. User profiles can be created that filter content, so a first setof information is available to the regulatory agency, a second set ofinformation is available to off-site personnel or consultants and athird set of information is available to on-site personnel handlingday-to-day activities.

Finally, the illustrative solution can support a military applicationthat prevents “friendly fire” casualties because messages can be sent ona real-time basis as function of the user location, regardless of thetype of wireless network. The illustrative solution resides on anaffordable wireless communication device that securely identifieslocation, and can be used to validate that a particular user is NOT anenemy combatant.

In a first illustrative embodiment, the solution is embodied in aclient-server architecture as described in FIG. 1. The client-serversystem model is scalable, and supports multiple clients and servers.

In FIG. 1, the location information is collected from an ISP 110 and/ora Carrier 120. The collection of location information is feasible ifauthorized by the user. If for instance the “user” is a casino propertythat is loaning the wireless communication device 160 to a casino guest,then the casino property may elect to have the location information forthe wireless communication device 160 available to an authorized entitysuch as the intermediary server 150. In an alternative embodiment, wherethe owner of the handset 160 is the casino guest, the casino guestopts-in to provide location information to the intermediary server 150based on the user profile submitted by the casino guest and downloadsthe software program that mirrors the operations performed by the casinoproperty's wireless communication device.

The illustrative ISP 110 provides wireless connectivity using one of aplurality of networking standards such as Wi-Fi or WiMAX. The ISP 110 isconfigured to identify the location of the wireless communication device160 using well known location based techniques such as triangulation,GPS, and other such methods. The illustrative Carrier 120 that provideswireless services must comply with the E911 regulations and alsogenerates location information. This location information is served bythe ISP 110 or Carrier 120 to the intermediary server 150.

A variety of different user profiles may be collected from differentsources. For simplicity, a first user profile is collected from a casinoproperty, and a second user profile is collected directly from the user.In the casino generated user profile, the casino may indicate userpreferences such as cocktail preferences and dining preferences. Thecasino user profile may comprise monitored betting activity associatedwith the player and accumulated points stored in a player accountaccording to a monetary value of the monitored betting activity.Complementary goods or services are determined based on the accumulatedpoints associated with the player account, and a message may be sent tothe wireless communication device 160 associated with the complementarygoods or services that are consistent with the user profile. The casinouser profile can also be used as a basis to provide mobile conciergeservices.

The second user profile may be generated separately by a player using apersonal computer (PC) 140 and may indicate the user's “comp”preferences where the player may prefer to obtain tickets to aparticular Vegas show and to opt-out of receiving comps for a particulardining establishment.

The intermediary server 150 authenticates information that is receivedfrom each source. The intermediary server 150 gathers the user profileinformation including user preferences and obtains the locationinformation. Additionally, the intermediary server 150 receives themessages, which are to be sent to the user as a function of the userprofile, location, and time. The illustrative messages are generated bythe illustrative casino property; however, the content may be generatedby any other entity identified by the user's particular profile. Anintelligent agent or “virtual” agent is generated based on the one ormore user profiles, and messages are filtered according to the userpreferences that are embodied in an agent's requirements. Filteredmessages are then sent to the wireless communication device 160.

The intermediary server 150 then waits for a user response. The userresponse may be positive and the user may wish to proceed with obtainingmore information or acknowledging a particular action. The user may alsoNOT like the message sent, and the user response may be an opt-outrequest that states this message is undesirable. Alternatively, the usermay provide a “thumbs up” or “thumbs down” feedback. Regardless, theresulting response is sent to the casino server 130. The user profileresident on the intermediary server 150 is updated based on the userresponse.

In an alternative embodiment, the functions of the casino propertyserver 130 and the authentication server 150 are performed on a singleserver for either a brick-and-mortar casino property or for a web-basedcasino property. If the intermediary server 150 resides on the casinoproperty, privacy laws may be impacted because of perceived overreachingby the casino property because it warehouses location information.However, anonymity may not be an issue in certain foreign jurisdictions.

Although there a numerous benefits in the client-server architecture,there are also limitations associated with the client-serverarchitecture that are not overcome by distributed object computing.These limitations include cost, lack of scalability, a single point offailure, administration difficulties, and the inefficient use of networkresources. The peer-to-peer architecture is intended to address thelimitations of the client-server solution and a migration from theclient-server solution to the P2P solution is anticipated. In apeer-to-peer architecture clients are also servers and routers.Additionally, each node contributes content, storage, memory, andprocessing resources. The network is dynamic and nodes are free to enterand exit the network. The nodes can also collaborate directly with oneanother. Furthermore, nodes can have varying capabilities.

The goals and benefits of peer-to-peer systems include efficient use ofresources so unused bandwidth, storage, and processing power at the edgeof the network can be used efficiently. P2P systems are also scalablebecause there is no central information, communication and computationbottleneck. The P2P systems are also reliable and provide no singlepoint of failure. There is also an ease of administration because thenodes self-organize and have built-in fault tolerance, replication, andload balancing, resulting in increased autonomy. Since a P2P network isnot a centralized system, there a greater degree of anonymity andprivacy in a P2P network. Since the P2P environment is highly dynamic,ad-hoc communication and collaboration is supported.

Referring to FIG. 2 there is shown an illustrative hierarchical P2Pnetwork which provides a second illustrative embodiment. For theillustrative P2P embodiment, the illustrative embodiment is ahierarchical peer-to-peer network that is comprised of three differenttypes of nodes: Global Node(s) 210, Jurisdictional Node(s) 220, andLocal Node(s) 230. There may be different levels or subsets for eachtype of node, e.g. L1 235 and L2 236. The hierarchical peer-to-peernetwork overlay is highly scalable, robust, and secure. The P2P overlayresides on a group of personal computers or servers, and leveragesresources within an existing network infrastructure.

The development of the user profile including the user preferences andmonitored betting activity or “personalization” is performed andcontrolled by the user (or the casino property). Thus, the user profileremains resident on the wireless communication device or personalcomputer that is used to access the illustrative network. By havingusers control their own profiles, the user ensures that desirablemessages are received.

The Global Node (G) 210 authenticates each node in the network includingthe Jurisdictional Node 220 and the L1 235 and L2 236 Local Nodes.Additionally, the Global Node 210 authenticates the user accessing thenetwork. The Global Node 210 provides oversight for the operationsperformed by each Jurisdictional Node 220. The Global Node 210 alsoensures that the files being shared by each node have the statedcontent. The Global Node 210 combines the user profile informationreceived from the L1 nodes 235, the L2 nodes 236, and JurisdictionalNodes 220 and generates a virtual agent. The virtual agent then filtersinformation, and sends the filtered information to the L2 node 236, e.g.the user's wireless communication device 160.

In one embodiment where the user's privacy concerns are a high priority,the Global Node 210 performs the operations of an anonymizing proxy, sothe user, the user profile and the wireless communication device 160become anonymous. In another embodiment where the systems' securityconcerns are the highest priority, the Global Node 210 providesoversight for the operations performed by the L1 235 and L2 236 nodesand anonymizing services are not performed.

In the illustrative P2P embodiment, the user profile is generated frominformation provided by the store (L1 node 235), and the user (L2 node236). Also, information may be provided from the Jurisdictional Node220. Additionally, logged user profiles from a search engine may be usedto contribute to the user profile. Although information from theJurisdictional Node 220 and the logged search profiles from the user maycontribute to the virtual agent, these contributions may conflict withthe expectations of the store (L1 node 235) and the user (L2 node 236).

For example, a store may not want to enable a user to perform a searchfor a particular item being sold at a store, thus the store may want toblock searches on Google while the user is within the store. The storemay achieve this goal if the store can convince the Jurisdictional Node220 that specific search engines are to be blocked while the user iswithin the store. Note, the store can itself become a JurisdictionalNode 220 if the store provides in-store Wi-Fi access. The user can electto circumvent this blocking by using the anonymizing services providedby the Global Node 210. However, these anonymizing services may notpermit the user to obtain the same rebates or coupons as the user couldobtain if the user elected not to be anonymous. Regardless of thesituation, the user, the store, and possibly even the Carrier 120/ISP110 determine the scope of their relationship, and P2P architecturesimply facilitates building this relationship.

The illustrative Global Node 210 may also be configured to sharetransactional revenues with Jurisdictional Nodes 220 and Local Nodes 230that contribute to the transaction. Completed Point-of-Sale (POS)transactional information may also be shared.

The Jurisdictional Node (J) 220 controls access to the network. TheJurisdictional Node 220 may be associated with an illustrative Carrier120, service provider, or casino property. The Jurisdictional Node 220pushes personalized data to the user based on the user's profile. TheJurisdictional Node 220 also polices the activities of each Local Node230 within its network, and if a local node 230 is generatinginappropriate content, the infected Local Node(s) 230 having theinappropriate content is blocked by the Jurisdictional Node 220.Additionally, the Jurisdictional Node 220 may have stored or generateduser-specific information that it is willing to “share” with the GlobalNode 210 so that a “better” virtual agent can be generated on behalf ofthe user.

The Jurisdictional Node (J) 220 controls access to the network. TheJurisdictional Node 220 is associated with an illustrative Carrier 120or service provider 110. The Jurisdiction Node 220 pushes personalizeddata to the user based on the user's profile. The Jurisdictional Node220 also polices the activities of each Local Node 230 within itsnetwork, and if a local node 230 is generating inappropriate content,the infected Local Node(s) 230 having the inappropriate content isblocked by the Jurisdictional Node 220. Additionally, the JurisdictionalNode 220 may have stored or generated user-specific information that itis willing to “share” with the Global Node 210 so that a “better”virtual agent can be generated on behalf of the user.

Jurisdictional Node 220 tools may be licensed to the Carrier 120 and/orservice provider 110. The tools permit the Jurisdictional Node 220 togenerate revenue from sharing user profile information and fromconverting the wireless communication device to a Point-of-Sale (POS)device.

The Local Node (L) 230 stores the content that is sent via a targetedmessage. The local nodes 230 either provide or receive locationinformation associated with the wireless communication device 160. Thereare two types of local nodes: the L1 Node 235 is a store-centric node;and the L2 Node 236 is user-centric.

The L2 Node 236 (user) is associated with the user and may reside on theusers PC 140 and/or the users wireless communication device 160. The L2Node 236 is configured to receive user profile information such asdining preferences, banking preferences, shopping preferences, in-storepreferences, and opt-out preferences. For example, an opt-out preferencemay be “Block ALL Starbucks Messages.” Additionally, the L2 Node 236(user) may receive location information and permits users to communicatelocation information.

Additionally, the L2 Node 236 (user) may convert the wirelesscommunication device 160 to a Point-of-Sale (POS) device that can usecoupons, rebates, and gift cards. The L2 Node 236 (user) is configuredto close the transactional loop after receiving a targeted message andcompletes a transaction associated with the targeted message.

The L1 Node 235 (store) may also have user profile information that itwould like to contribute to generate the localized targetedadvertisement. The Local Nodes 230 store content is associated with aparticular location. For example, the L1 Node 235 (store) may storeindoor and outdoor advertising messages, so one message is received in aparking lot and another message is received within the store.

The L1 Node 235 (store) software enables the store to generate mobileadvertisements for handsets and to share the store's user profile.Additionally, the software enables the store to convert the wirelesscommunication device to a POS device is also provided.

The L2 Node 236 (user) software is freely distributed, unless the L2Node 236 (user) software is used for industrial and/or militaryapplications. For industrial and/or military applications, the entirehierarchical P2P network overlay will likely operate within a singleorganizational structure.

Casino Application

The casino application may reside in either the client-server networkarchitecture or the P2P network architecture. However, because of thedegree of control need over sensitive player information and because ofthe progression towards server based gaming, the client-server networkarchitecture is likely the preferred architecture.

Player tracking is an important element of a casino property's goal toretain players and build player goodwill. Player tracking information isinformation related to how a player wagers in a casino property. Basedon the player tracking information, the casino determines how to “comp”the player. Comps are complimentary gifts or services that are providedto the player, e.g. gaming credits, redeemable cash, free rooms, roomupgrades, tickets to shows, show upgrades, complimentary restaurantmeals, etc. Player tracking information is extremely sensitive andproprietary information that a casino property does NOT share with anycompetitors. Currently, player tracking is used to track “regularplayers” and usually a regular player is provided with a mag stripe cardthat the player swipes into a gaming machine or gives the dealer at atable game their card.

In a first casino property embodiment, the player is provided with amobile handset that is GPS and/or location enabled. For illustrativepurposes only, the player is a “whale” or high roller. The handset mayprovide local anonymity and the same benefits of an in-room phone. In asecond casino property embodiment, the player provides a phone number,and allows one or more software applets to be downloaded to theirhandset.

Casino properties maintain profiles for their preferred players. Theseprofiles are used to create an experience that keeps the player comingback to the property. The system and method described herein place thecasino staff at the beck and call of the player.

For the casino property application, the user profile is provided by thecasino property and may be managed by the casino property. The userprofile for a particular player may include information such as cocktailpreferences, dining preferences, entertainment preferences, gamingpreferences, and opt-out preferences. The handset can be used to gainVIP admissions to clubs and shows, and even room access.

In the casino property embodiment, the carriers will need to providelocation information. In certain instances, such as within a building,GPS information may be more difficult to obtain, and a Wi-Fi network maybe needed within the casino property, e.g. gaming zones and high rollersuites.

To accommodate the user, a handset may be loaned to the user. The typeof handsets that are loaned must possess a user interface (UI) that isattractive to the user. However, there may be resistance to using a newhandset, when the user has invested so much time in understanding theexisting UI on the user's current handset. Therefore, to accommodate thetype of user not wishing to switch handsets, then the handset must beconfigured to receive one or more software programs, e.g. Java applets,which reside on the handset, and provide the functionality describedabove.

For illustrative purposes only, a dual mode handset is selected thatincludes CDMA, EV-DO and Wi-Fi technology. The handset is GPS enabled.Wi-Fi technology and related triangulation technologies are used incertain locations where GPS may not provide sufficient accuracy. Forexample, it may desirable to send a high roller a targeted message whenthe high roller is at the Bar telling them that they qualify for a $500credit, or they have “won” a free meal or a suite upgrade. Additionally,the handset may have a large storage component that stores user specificinformation that is triggered based on location and/or user requests.Thus, a desirable and targeted video message can play after the user hasbeen sitting at the Bar for five minutes, and this message may bepre-loaded on the handset.

The handset may also be programmed in English or the whale's language oforigin, e.g. Japanese, Mandarin, Korean, Arabic, Farsi, etc. Theinterface may be modified to include concierge information, and point ofinterest (POI) information. Room service and similar casino services canalso be programmed into the handheld device.

In the illustrative casino property embodiment, player trackinginformation is not shared with another casino property and is not usedfor data mining by the Carrier because this will destroy the trustrelationship that is being developed with the player and the casinoproperty. Thus, it is of the utmost importance that this information notbe accessible by a competing casino property.

Consumer Application

The consumer application may reside in either the client-server networkarchitecture or the P2P network architecture. However, because of theviral nature of P2P networks and because of the desire for variousentities to maintain the confidentiality of their information, adistributed solution such as a P2P is likely the preferred architecture.

In the illustrative consumer oriented embodiment, personalization isperformed by the user. Generally, the profile is generated using abrowser on a personal computer. With the tools described, each user cancreate a tailored user profile. The user profile can include informationsuch as preferred dining preferences, hobbies, banking preferences,shopping preferences, and opt-out preferences.

In the consumer oriented embodiment, the user can identify specificsassociated with the user's service plan. For example, the user may havedisabled web browsing because of the challenges associated with Websurfing on a handset. Thus, the user service plan may only support voicecalls, and SMS messages. For this particular user, the user profile maybe configured to send targeted SMS messages. Preferably, the advertiserpays for the cost of the SMS message.

For the consumer oriented embodiment, one goal is to minimize the needfor network modifications. Our goal is to provide an offering to carrieror service provider in which the user can configure their handset in amanner consistent with the actions performed by a highly targeted MobileVirtual Network Operator (MVNO), except the embodiment adds a locationcomponent, user profiles and virtual agents.

Thus, the illustrative tools are able to simulate providing auser-defined MVNO handset that is adaptable. So, if a user starts withvoice and SMS, MMS and obtains targeted messages that are limited byscreen resolution and functionality of the handset, the user may wish toupgrade handsets and upgrade service features to obtain the moredesirable targeted advertising. For example, coupon promotion mayaccommodate the advertisers and carriers business model, so a betterpromotion may be received on a more sophisticated handset.

It is to be understood that the foregoing is a detailed description ofillustrative embodiments. The scope of the claims is not limited tothese specific embodiments or examples. Therefore, various elements,details, execution of any methods, and uses can differ from those justdescribed, or be expanded on or implemented using technologies not yetcommercially viable, and yet still be within the inventive concepts ofthe present disclosure. The scope of the invention is determined by thefollowing claims and their legal equivalents.

What is claimed is:
 1. An interactive gaming system for a casinoproperty, the interactive gaming system comprising: a wireless deviceassociated with a registered user, wherein the wireless device is usedto determine a location of the registered user and the wireless devicecommunicates with a network using at least one wireless networkingprotocol; a verification system that accesses a registration databasehaving registration data associated with each registered user; acentralized gaming server communicatively coupled to the wirelessdevice, the centralized gaming server generates at least one random gameoutcome; a memory module that stores a plurality of images correspondingto the at least one game outcome that are communicated to the wirelessdevice; the centralized gaming server accesses the memory module andcommunicates the plurality of images corresponding to the random gameoutcome to the wireless device; and a casino player tracking system thatincludes, a registered user profile that further includes a plurality ofuser preferences, a record of a plurality of accumulated pointsassociated with a betting activity of the registered user, wherein thebetting activity is associated with the random outcomes generated by thecentralized gaming server, at least one complimentary good or servicecorresponding to the accumulated points associated with the registereduser; and a plurality of messages generated by the casino playertracking system for the wireless device regarding the complementarygoods or services.
 2. The interactive gaming system of claim 1 furthercomprising an intermediary server that is communicatively coupled to thecasino player tracking system and the wireless device, the intermediaryserver determines the location of the registered user and theintermediary server receives a plurality of user profile preferences;wherein the casino player tracking system is communicatively coupled toat least one of a plurality of slot machines, a plurality of gamingtables, a plurality of restaurants, a plurality of retail saleslocations; and wherein the intermediary server is configured to filterthe plurality of messages generated by the casino player tracking systembased on the location of the registered user and the user profilepreferences.
 3. The interactive gaming system of claim 1, wherein atleast one registered user profile includes a biometric.
 4. Theinteractive gaming system of claim 2 wherein the registered user profilecomprises a field that permits the location of the registered user to betracked.
 5. The interactive gaming system of claim 4 wherein the messagesent to the wireless handset is dependent on the location of thecustomer.
 6. The interactive gaming system of claim 1 further comprisingan automated message that is sent when a sensor is triggered.
 7. Theinteractive gaming system of claim 1 further comprising an automatedmessage that is sent when the registered user is in a particularlocation.
 8. An interactive gaming system for a casino property, theinteractive gaming comprising: a wireless device associated with aregistered user, wherein the wireless device is used to determine alocation of the registered user and the wireless device communicateswith a network using at least one wireless networking protocol; averification system that accesses a registration database havingregistration data associated with each registered user; a centralizedgaming server communicatively coupled to the wireless device, thecentralized gaming server generates at least one random game outcome; amemory module that stores a plurality of images corresponding to the atleast one game outcome that are communicated to the wireless device; thecentralized gaming server accesses the memory module and communicatesthe plurality of images corresponding to the random game outcome to thewireless device; a casino player tracking server that includes, aregistered user profile that further includes a plurality of userpreferences, a record of a plurality of accumulated points associatedwith a betting activity of the registered user, wherein the bettingactivity is associated with the random outcomes generated by thecentralized gaming server, at least one complimentary good or servicecorresponding to the accumulated points associated with the registereduser; a plurality of messages generated by the casino player trackingserver for the wireless device regarding the complementary goods orservices; an intermediary server that is communicatively coupled to thecasino player tracking server and the wireless device, wherein theintermediary server determines the location of the registered user andthe intermediary server receives a plurality of user profilepreferences; and wherein the intermediary server is configured to filterthe plurality of messages generated by the casino player tracking systembased on the location of the registered user and the user profilepreferences.
 9. The interactive gaming system of claim 8 wherein thecasino player tracking system is communicatively coupled to at least oneof a plurality of slot machines, a plurality of gaming tables, aplurality of restaurants, a plurality of retail sales locations.
 10. Theinteractive gaming system of claim 8, wherein at least one registereduser profile includes a biometric.
 11. The interactive gaming system ofclaim 8 wherein the registered user profile comprises a field thatpermits the location of the user to be tracked.
 12. The interactivegaming system of claim 8 further comprising an automated message that issent when a sensor is triggered.
 13. An interactive gaming method for acasino property, the interactive gaming method comprising: determining alocation of a wireless device associated with a registered user with anintermediary server, wherein the wireless device communicates with anetwork using at least one wireless networking protocol and the wirelessdevice is communicatively coupled to the intermediary server; accessinga registration database having registration data associated with eachregistered user; generating at least one random game outcome at acentralized gaming server that is communicatively coupled to thewireless device; storing a plurality of images at a memory module,wherein the plurality of images correspond to the at least one gameoutcome that is communicated to the wireless device; communicating theplurality of images corresponding to the random game outcome to thewireless device after the centralized gaming server accesses the memorymodule; and generating a plurality of messages with a casino playertracking system that is communicatively coupled to the intermediaryserver, wherein the messages are associated with the complementary goodsor services, the casino player tracking system includes, a registereduser profile that further includes a plurality of user preferences, arecord of a plurality of accumulated points associated with a bettingactivity of the registered user, wherein the betting activity isassociated with the random outcomes generated by the centralized gamingserver, and at least one complimentary good or service corresponding tothe accumulated points associated with the registered user; andreceiving a plurality of the user profile preferences at theintermediary server, which is communicatively coupled to the casinoplayer tracking system and the wireless device; and filtering theplurality of messages generated by the casino player tracking systembased on the location of the registered user and the user profilepreference with the intermediary server.
 14. The interactive gamingmethod of claim 13 wherein the message generated by the casino playertracking system is communicated by an intermediary server based on thelocation of the user and the registered user profile, wherein theintermediary server determines the location of the user.
 15. Theinteractive gaming method of claim 13 wherein the casino player trackingsystem is communicatively coupled to at least one of a plurality of slotmachines, a plurality of gaming tables, a plurality of restaurants, aplurality of retail sales locations.
 16. The interactive gaming methodof claim 13, wherein each registered user profile includes an activitypoints field.
 17. The interactive gaming method of claim 13 wherein theregistered user profile comprises a field that permits the location ofthe user to be tracked.
 18. The interactive gaming method of claim 13further comprising sending an automated message when a sensor istriggered.
 19. The interactive gaming method of claim 13 furthercomprising verifying the registered user profile with a biometric. 20.The interactive gaming method of claim 13 further comprising sending themessage to the wireless handset based on the location, the plurality ofaccumulated points and the user profile.